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Posts Tagged ‘Consumer Insight’

Columbus Blue Jackets, Customer Experience & Segmentation Research

Written by Orie Posted in Uncategorized

The Context

To continue as a successful National Hockey League (NHL) franchise, the Columbus Blue Jackets must ensure that attendance at its games remains high. Beginning play in 2000, the Blue Jackets immediately captured the excitement and interest of thousands of fans in the state and region, and the franchise enjoyed high levels of attendance until an NHL-wide labor dispute occurred. After play resumed, the Blue Jackets needed to not only solidify its existing fan base but expand this base as well. But how many potential fans would consider attending a game, and what would trigger them to do so?

The Critical Questions

How many potential fans may there be in Central Ohio? What educational and promotional messages may best attract their attention so that they would consider attending a game at Nationwide Arena?

Our Solution

Our research team designed and implemented an audience segmentation survey of Central Ohio residents. Because this method relied on representative sampling, the survey results could be generalized back to the underlying population. After the data were collected, we conducted both simple and advanced statistical analyses (e.g., cluster/segmentation analysis) to better understand how different groups within the general public felt about and acted with regard to the Blue Jackets.

Illumination

This research effort produced reliable data and marketing insights that allowed the franchise to identify specific groups of individuals in the population who were curious about the franchise and the sport but needed a bit more information and incentive to attend a game.

Resolution

The results from this audience segmentation research were used by the Blue Jackets to target its marketing efforts. During the next season, average attendance increased by nearly 750 per game – a significant increase.

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Smelter Service Corporation, Market Positioning

Written by Orie Posted in Uncategorized

The Context

Smelter Service Corporation, an aluminum recycling company based in Tennessee, is in an industry that is experiencing dynamic market forces. For example, Ford Motor Company’s 2015 version of its best-selling F-150 pickup will feature a body that is primarily made of aluminum (not steel), reducing its weight by about 700 pounds and increasing its fuel economy. Aluminum recycling companies like Smelter Service Corporation will play an important role as aluminum suppliers and semi-fabricators rush to meet the demand for this resource. Smelter Service Corporation needed to better understand how it is perceived by its customers, whether there were opportunities to improve customer satisfaction, and to identify potential opportunities for differentiation in this niche market.

The Critical Questions

To what extent are customers satisfied with their experiences with Smelter Service Corporation? What factors drive customer satisfaction and loyalty? What are the ideal attributes of an aluminum recycling company? What attributes, if any, differentiate Smelter Service Corporation from its competitors?

Our Solution

We successfully contacted and interviewed 21 “deal-makers” in aluminum semi-fabricator companies – Presidents, Vice Presidents, and Directors who are influential in maintaining their companies’ relationship with firms like Smelter Service Corporation. Discussions delved into reasons why customers were satisfied or dissatisfied, what it could do to increase satisfaction, how these individuals select vendors, and how the business could effectively distinguish itself further in a niche market.

Illumination

After synthesizing the information obtained from hours of interviews, we concluded Smelter’s customers were very satisfied, not only with the quality of the materials it recycles for partners but also with specific ways in which it conducts its business. Additionally, multiple opportunities to differentiate itself in the marketplace were identified.

Resolution

The findings identified by the research are now guiding Smelter Service Corporation’s marketing, sales, and operational strategies.

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Greater Columbus Sports Commission, Community Engagement Research

Written by Orie Posted in Uncategorized

The Context

The Greater Columbus Sports Commission aims to transform Columbus, Ohio into one of the country’s top sports destinations. The organization relies on sports marketing and event management expertise to attract sporting events appealing to residents and visitors alike. They wanted to learn more about why fans spend disposable income on live sporting events and how they learn about these events.

The Critical Questions

What are the key beliefs, emotions, and behaviors that motivate purchasing admission to local sporting events? And more specifically, what are the most effective marketing channels for promoting major live sporting events, like the NCAA Division I Women’s Volleyball Championship?

Our Solution

We conducted two focus groups with residents of Central Ohio, one with Millennials and another with Generation Xers. Every person had recently purchased tickets to a sporting event and at least one other live event. Participants discussed why they enjoy watching sporting events live, their level of interest in attending live sporting events, and how best to increase awareness about events like these.

Illumination

Researchers learned how to most effectively promote the championship-level sporting events to those who may be interested in attending, as well as other interesting and useful insights into why people love attending live sporting events.

Resolution

The NCAA Division I Volleyball Championship was a success, bringing an estimated $14 million in spending to Central Ohio and setting an attendance record for the event! The focus group results continue to be referenced by the Sports Commission as it continues its efforts to attract sporting events to Central Ohio.

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Consumer Insight

Written by Orie Posted in Service Offering

Research that helps you sell more and grow faster.

We help CEOs, CMOs, strategy officers, and senior marketing staff (especially those in the advertising, public relations, and customer experience fields):

  • Understand a target audience’s thoughts and feelings regarding a particular brand, product, service, or issue;
  • Identify opportunities to improve a current or proposed product or service;
  • Segment a target audience to determine areas with the greatest potential for growth; and
  • Determine the optimal positioning of a particular brand, product, service, or topic.

What types of consumer insight projects do we conduct? Our practice areas can be categorized as follows:

  • Branding and Strategic Positioning
  • Brand Equity Measurement
  • Concept Evaluation
  • Marketing Message Evaluation
  • New Product Development
  • User Experience (formative & summative)
  • Customer Experience (formative & summative)
  • Customer Satisfaction
  • Customer Segmentation
  • Purchase Decision Making / Consumer Journey Mapping
  • Market Size/Market Share Estimates

To learn more about how we approached and solved specific research challenges for partners with consumer insight needs, please review our related case studies. Or better yet, give us a call!

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